{"id":3994,"date":"2024-01-07T16:21:19","date_gmt":"2024-01-07T16:21:19","guid":{"rendered":"https:\/\/www.thelabelcollective.com\/?p=3994"},"modified":"2024-02-14T13:54:14","modified_gmt":"2024-02-14T13:54:14","slug":"what-to-expect-when-building-your-brand-identity","status":"publish","type":"post","link":"https:\/\/www.thelabelcollective.com\/what-to-expect-when-building-your-brand-identity\/","title":{"rendered":"What to Expect When Building Your Brand Identity"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Every company has a brand. But there\u2019s a difference between simply existing as a brand and really putting your heft into a clear brand identity. A solid brand identity tells a strong story about your brand and paints a clear picture of your company. It\u2019s what will turn potential and occasional customers into avid fans.<\/span><\/p>\n

So what is this magical thing called brand identity, exactly, and how can you best define and leverage it to serve your company? Read on to learn more.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”80″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

What is a brand identity?<\/h2>\n[\/vc_column_text][vc_column_text]A brand identity is not just a logo; it is all the components that demonstrate how you, your employees, your stores, and your materials interact with the general public. It should represent the spirit of who your company is, what it stands for, and how it wants to present itself to its customers.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”80″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

What are common elements of a brand identity?<\/h2>\n[\/vc_column_text][vc_column_text]While the full identity package can vary by company needs, here are the frameworks that all brand identities should have:<\/span><\/p>\n

Visual identity<\/span><\/h3>\n

A brand\u2019s visual identity includes its logo, color palette, typography, and anything visual that can represent the brand. It\u2019s important to ensure consistency across each of these elements to create a seamless, consistent experience for customers and potential customers across the brand\u2019s channels and materials, i.e., websites, packaging, advertisements, and social media profiles.\u00a0<\/span><\/p>\n

Brand messaging<\/span><\/h3>\n

The same goes for the brand\u2019s messaging, which encompasses its unique value proposition, key messages, and brand voice. Just as a visual identity should make a brand instantly recognizable, so too should the way a company talks about its products and the language it uses to create an emotional connection in a way that\u2019s resonant with its target audience.<\/span><\/p>\n

Brand guidelines<\/span><\/h3>\n

Brand guidelines establish a framework for a brand to exist within, helping ensure a consistent brand experience. This is the container that guides implementation across channels and touchpoints and includes visual elements, brand tone, the application of language, and guidelines for how a brand should be represented across different media.<\/span><\/p>\n

Brand experience<\/span><\/h3>\n

Brand experience these days is decidedly multi-channel. From physical spaces to digital, from customer service to advertising campaigns to the box a product comes packaged in when it makes its way to a customer\u2019s door, each of these is a touchpoint and an opportunity for a cohesive, engaging, on-brand experience that the customer will remember.<\/span><\/p>\n

Additionally, you\u2019ll also want to consider marketing and communication strategies that align with the brand’s identity and resonate with the target audience. This includes selecting appropriate channels, creating relevant content, and utilizing various marketing tactics to effectively communicate the brand’s message.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”80″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

Where do you begin to build a solid brand strategy?<\/h2>\n[\/vc_column_text][vc_column_text]The first step is to ensure that you have a solid understanding of your brand. Follow these six key steps to round out your strategy:<\/span>[\/vc_column_text][vc_column_text]\n

STEP 1:
\n<\/span>Determine your brand archetype to define your voice and tone<\/span><\/h4>\n[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]As consumers, we all have certain brands that we\u2019re drawn to more than others. Maybe it\u2019s something you\u2019re nostalgic about from childhood, like LEGO or Transformers. Maybe it\u2019s a juice brand that changed your life, or an outdoor supplies store with every last gadget you need to survive the apocalypse.\u00a0<\/span><\/p>\n

Beneath every brand with good storytelling is an archetype. That archetype is a personification of basic human desires. For instance, the desire to be liberated translates into an outlaw archetype \u2014 which makes sense, right? What else is an outlaw but a person who seeks liberation in everything he or she does? Similarly, the human desire for understanding translates into the archetype of the sage.<\/span><\/p>\n

Why is it important to know your brand archetype? Because it\u2019s the lens through which all of your storytelling, whether written or visual, passes through. It helps set your brand values and tone, too. After all, an outlaw brand will talk much differently than a sage brand, and will emphasize entirely different sets of values. And it will attract different customers, too.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”20″][image_with_animation image_url=”4024″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_left=”20″ margin_right=”20″][divider line_type=”No Line” custom_height=”20″][\/vc_column_inner][\/vc_row_inner][divider line_type=”No Line” custom_height=”20″][vc_column_text]\n

STEP 2:
\n<\/span>Define your target audience \u2013 and build personas around them<\/span><\/h4>\n

Once you have your archetype, it\u2019s important to know <\/span>who<\/span><\/i> you\u2019re talking to. That means defining an audience, and then building personas directly around them.\u00a0<\/span>But here\u2019s the thing: You\u2019ll probably have more than one persona. And you\u2019re going to have to be more specific than \u201cmass audience\u201d when making your definitions.\u00a0<\/span><\/p>\n

In truth, your audience is likely to be two to three primary customer types. Lock those in and create a strategy for reaching each. <\/span>What are their roles? What are their challenges? How do they buy? Think through these questions and consider how they currently or will interact with your brand.\u00a0<\/span>[\/vc_column_text][divider line_type=”No Line” custom_height=”20″][vc_column_text]\n

STEP 3:
\n<\/span>Determine your brand architecture<\/span><\/h4>\n

Three commonly used brand architecture frameworks are:<\/span>[\/vc_column_text][vc_row_inner column_margin=”40px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”4025″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

Branded House<\/h6>\n[\/vc_column_text][vc_column_text]\n

This is the most common kind of brand architecture. In this type, there is one overarching brand that sells lots of different services beneath its umbrella. For instance, you might think of FedEx, and all of the services it offers across its portfolio. Each service maintains the same brand consistency in terms of look, feel, and messaging.<\/p>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”4028″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

Sub-Brands<\/h6>\n[\/vc_column_text][vc_column_text]\n

Sub-brands are unique identities within a parent brand, crafted for specific markets or products. They retain a connection with the main brand, sharing core elements while exhibiting distinctive characteristics. This approach allows brands to diversify customer needs and offerings, all within the framework of a flexible brand portfolio. For example, Tide PODS are a sub-brand under the Tide parent brand. They maintain a subtly separate look and feel to distinguish them from Tide’s liquid detergent product.<\/p>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”4026″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

Endorsed Brands<\/h6>\n[\/vc_column_text][vc_column_text]\n

Endorsed brands often come about through mergers. There\u2019s the overarching main brand, while each brand also retains its own identity. Marriott is a great example of this. Marriott itself is a trusted parent company, and within its portfolio there are vastly different hotels, each of which also retains its own identity. But sister brands can endorse each other, and all sub-brands are lifted by Marriott\u2019s endorsement.<\/p>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”4027″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

House of Brands<\/h6>\n[\/vc_column_text][vc_column_text]\n

In the house of brands model, there are many brands in the house that have totally different identities from each other. For instance, you may know General Mills for its cereals. But it also holds a number of brands you might not realize fall within its dominion, such as Annie\u2019s, Bugles, Larabar, and many more. Each brand in the house has its own identity, and the main brand has no correlation to the others.<\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][divider line_type=”No Line” custom_height=”10″][vc_column_text]\n

The benefits of a well-implemented brand architecture<\/span><\/h3>\n

There are many of them!<\/span><\/p>\n